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The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that cannot be appreciated by consumers. This accounts for a high percentage of product failures.
? Listening to customers can mask long-run opportunities since customers rarely imagine these technologies.
? When customers are asked to make new product recommendations they tend to run into at least two kinds of blocks. The first is functional fixedness, the human tendency to fixate on the way products or services are normally used, making people unable to imagine alternative functions...
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